Health Club Management November_December 2019 by Leisure Media

DECEMBER 2019

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V E R S A RY

Goldman Sachs’ new headquarters put the focus on employee wellbeing p46

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Taru Vähätalo Finland’s pioneering operator, GOGO, is set to be handed over to the next generation

Latest IHRSA report p50 Jean-Michel Fournier p18 Artificial intelligence p40

p30

Rebecca Parekh Sign-up to

HCMmag

The co-founder and CEO of The Well on creating a new type of wellness club p56

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EDITOR’S LET TER

Social prescribing ‘Prevention is better than cure’ must be one of the most repeated and respected old adages, so why is prevention so challenging to deliver? A new National Academy of Social Prescribing will focus on figuring it out

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xciting new plans will see the establishment of a National Academy of Social Prescribing under the leadership of Helen Stokes-Lampard, former chair of the Royal College of GPs. The academy will receive initial backing of £5.65m from various parts of government. In launching the initiative, current health minister, Matt Hancock, said he wants everyone to have access to social prescribing in the same way they do medical care: “This academy is... about all of us in health, arts, culture, sport and communities coming together around one simple principle: prevention is better than cure,” he explained. Primary care networks will each get funding to employ one social prescriber – or ‘link worker’ – under the plans. Industry advocate, Sir Muir Gray, has suggested they should act as a bridge between the worlds of medicine and activity. The academy will harness the power of a range of sectors to change people’s lives and we must continue to fight to prove the efficacy of exercise referral to ensure we can play our part. The need for a robust, expert approach is underpinned by research by James Steele et al at the ukactive Research Institute – just published in the BMJ’s Journal of Epidemiology and Community Health – which, disappointingly, found improvements associated with exercise referral aren’t as large as hoped. However, although this negative outcome is the top-line finding of the study, closer scrutiny shows key areas, such as the impact of exercise on mental health, suffered from a lack of a joined-up approach, with different schemes using different measures. The study also found that “referral schemes varied considerably in length and content, as did the characteristics of the participants,” saying, “It’s not clear which combination of activities and length of scheme might be most effective, or for whom.” There were also “considerable differences in outcomes between schemes.” In their overview, researchers said: “These findings support the need to consider exercise referral schemes and their implementation more critically, using real-world data to understand how best to maximise their potential, particularly considering the known benefi ts of exercise and the reach of referral schemes across the UK.” All this must be tightened up if we are to ensure the activity community is included in relevant areas of social prescribing.

Exercise prescription – a vital part of social prescribing

We must consider exercise referral schemes critically to understand how to maximise their potential and the known benefits Earlier this year, ukactive called for the establishment of a National Referral Database to collect evidence relating to outcomes for patients, both before and after their participation in all kinds of exercise referral schemes. The aim being to inform policy and ensure schemes deliver the results needed. The creation of a robust framework like this is vital, as it would enable us to pin down what works and ensure we make it available to everyone who needs it. We’ve been fighting to be part of this work for decades and it would be a real coming of age for our industry if we could really step up now and join the team.

Liz Terry, editor lizterry@leisuremedia.com @elizterry

HCM@LEISUREMEDIA .COM

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©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

HCMmag.com

CONTENTS

Uniting the world of fitness NOVEMBER/DECEMBER 2019 No 274 56 Rebecca Parekh reveals the latest wellness oﬀering in NYC

18 Jean-Michel Fournier on blending virtual and reality

07 Editor’s letter 14 HCM people Leigh Wetton & Scott Freeman The ex-Special Forces Navy diver and Army fitness instructor tell how their backgrounds inspired EMF Fitness

18 Jean-Michel Fournier The CEO of Les Mills Media discusses how clubs can embrace virtual fitness but still remain central to people’s fitness journeys

22 HCM News Stay up-to-date with the latest news in health, fitness and physical activity from around the world 8

29 Events calendar Don’t miss these important industry events taking place in January and February 2020

30 Interview Taru Vähätalo The co-founder of Finland’s pioneering fitness brand GOGO tells us about the company’s journey, from its beginnings as the country’s first full-service fitness club

40 Talking point Artificial intelligence The artificial intelligence revolution is ramping up across many industries. Experts discuss how the fitness industry can best utilise these new technologies

healthclubmanagement.co.uk November/December 2019 ©Cybertrek 2019

46 Shefali Gera explains Goldman Sachs’ approach to employee wellbeing

40 How the fitness industry can utilise AI and machine learning

30 Taru Vähätalo, co-founder of Finnish operator GOGO, is passing the baton to her daughters

64 Circuits deliver a controlled workout for a wide range of customers

71 Getting the flooring right is essential to success

46 Goldman Sachs

64 Circuits

91 Supplier showcase

Shefali Gera, head of wellness EMEA at Goldman Sachs, on the investment bank’s approach to employee wellbeing, and the state-of-the-art wellness facilities at its new London headquarters

Circuits are a powerful way to deliver a controlled and effective workout to people of a range of abilities in a short time frame. We look at some of the leading systems coming to the market

Pulse has installed a premium fitness facility at the University of Liverpool, UFC Gyms in the UK has partnered with DFC, and Northumbria University has kitted out its new centre and gym with Matrix

50 IHRSA update Know your customers

71 Floor & order

96 Fitness-kit.net Product innovations

IHRSA’s Kristen Walsh shares the most interesting findings from the 2019 IHRSA Health Club Consumer Report

Flooring is a major investment for gyms and health clubs, changing the ambience and functionality. HCM looks at the issues relating to this often undervalued area

56 The Well

86 Sight & sound

Co-founder and CEO Rebecca Parekh explains The Well, a new membershipbased wellness club that’s opened in the heart of New York City

The audio visual aspect of your club is one of the biggest factors in keeping members motivated and coming back for more. Four audio visual consultants share their tips

Check out these innovative new products in health and fitness from Crown Sports Lockers, Power Plate and Myzone

98 HCM directory Dip into the HCM directory any time to find suppliers of products and services for your gym or health club

©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

MEET THE TEAM

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COPYRIGHT NOTICE Health Club Management is published 11 times a year by The Leisure Media Co Ltd, Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ, UK. The views expressed in this publication are those of the author and do not necessarily represent those of the publisher The Leisure Media Co Ltd. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise, without the prior permission of the copyright holder, Cybertrek Ltd. Printed by The Manson Group Ltd. Distributed by Royal Mail Group Ltd and Whistl Ltd in the UK and Total Mail Ltd globally. ©Cybertrek Ltd 2018 ISSN 1361-3510 (print) / 2397-2351 (online). To subscribe to Health Club Management, log on to www.leisuresubs.com or email subs@ leisuremedia.com or call +44 (0)1462 471930. Annual subscription rates are UK £45, Europe £57, rest of world £80, students (UK) £22.

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Hussle. Powering UK gym growth

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©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

LETTERS

Write to reply

Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – email: healthclub@leisuremedia.com

A sober reminder of how far this industry has to go Mike Hill, Director, Leisure-net Solutions Fresh from the ukactive National Summit and enthused by keynote speeches about the role that physical activity can and needs to play in the nation’s wellbeing, I headed to a town west of London to do a focus group for a client, who wanted to understand the barriers to getting people more active in their community. We’d recruited 13 people, of varying ages and gender, who had two things in common: they were totally inactive, and they had other challenges, many income- or disability-related, facing them. The next hour put into context the challenges we still face as an industry in encouraging the percentage of the population who are totally

Of the 13 people I engaged with, “only two were interested in doing any more physical activity, and several were not even convinced of the benefits of being more active

”

Mike Hill sedentary to even consider the smallest steps to get out of their chairs. Of the 13 people I engaged with, only two were interested in doing any more physical activity, and several were

not even convinced of the benefits of being active. The barriers they spoke of were multi-faceted and complex; a combination of lack of time, child care issues, disability and zero motivation. One 48-yearold woman asked: “What’s the point of going for a walk if I haven’t got anywhere to go?” Many of them cited the cost of going to a leisure centre or joining a gym, but few knew what the costs actually were,

Many sedentary people have no interest in becoming more physically active, says Hill 12

healthclubmanagement.co.uk November/December 2019 ©Cybertrek 2019

or what help the council offered to “people like them” to get them going. Almost all of the group did not feel they would be at home in a gym, let alone in a swimming pool – several quoted bad experiences of poor changing rooms, grubby poolsides and “staring lifeguards”. The only spark of encouragement came towards the end of the session, when the participants started talking about how certain activities could bring together communities and help battle loneliness. They felt that neighbours just didn’t know each other anymore and perhaps, for them, focusing on the social side of an activity would be the starting point and might lead to them being more physically active. After 35 years in this great industry, and truly believing that getting people more active and living healthier lives is one of the most important goals of our society, this evening reminded me how little we have reached into some people’s lives and how far we still have to go. It couldn’t have been more grounding after the heady heights of the Summit.

With its short, low impact and one-to-one sessions, EMS is suitable for older people, says Horton

Removing barriers to exercise for over 60s Phil Horton, country director, miha bodytec UK The recent article about older people’s ability to build muscle was an encouraging read. The study by the University of Birmingham showed that older people who have never taken part in sustained exercise programmes have the same ability to build muscle as highly trained master athletes of a similar age – further proof that it really is never too late to get into fitness. The challenge is getting older people into the gym. The desire is there, but the barriers sometimes prove too much. Despite the wellestablished advantages of physical activity, people over 60 often neglect their fitness. And for those that do maintain a regular exercise routine, they often forget about any form of strength training. Even in situations where over-60s are exercising, they often prioritise cardiovascular training. Some older adults are reluctant to participate in traditional forms of fitness due to physical limitations, the intimidating atmosphere

Phil Horton created by younger, fitter people, noise levels and the lack of affordable supervision. Electro-Muscle-Stimulation (EMS) Training has the potential to remove these barriers, providing an efficient alternative training method to increase or maintain muscle mass and function.

Requiring just 20 minutes to do, the low-impact EMS workout is accessible, effective and scientifically proven to reduce sarcopenia. Studies show regular EMS sessions with both males and females aged 60 and over, who are considered untrained but otherwise healthy, experienced improved joint functionality and movement, such as knee extension and flexion and motor function. Whole-body EMS also demonstrated positive changes in muscle mass, power and abdominal fat accumulation in untrained females over 60 to the same extent as conventional resistance training. While the notion of EMS may be unusual to some people, the ease with which a session can be delivered could be just the motivation older people need.

While the notion of EMS may be “unusual to some, the ease with which a session can be delivered could be just the motivation older people need

”

There’s no special equipment required, sessions are short, low-impact, and comprised of bodyweight movements most people can do. EMS trainers are also mobile, so they can travel to clients for bespoke, one-on-one sessions in the comfort of their own home. Sessions are delivered by a qualified trainer, so their full attention is always on the client. The same cannot be said for someone new to exercise who’s hidden at the back of a studio, or trying to blend in on the gym floor. EMS helps build strength and strength training is preventative medicine for your body. It has the potential to decrease the risk of injury, increase bone density and prevent back pain and loss of muscle mass, all of which is important as we age. For these reasons, EMS can be a useful alternative to traditional exercise methods for an older population. It may be just the start they need for more regular activity, or simply the thing that allows them to play with their grandchildren without pain or worry. ●

©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

HCM PEOPLE

We’re proud to be opening our first EMF Junior gym in the coming weeks, designed for children aged one- to 14-years-old

LEIGH WETTON & SCOTT FREEMAN FOUNDERS, EMF, AUSTRALIA What inspired EMF? Before EMF, we were in the military (Wetton a Special Forces Navy diver and Freeman an Army military fi tness instructor). From this background of elite military fi tness and bootcamp/ outdoor training, we came up with the concept of providing our military ideals of professionalism, good communication and cleanliness, coupled with high level customer service, to the gym industry. We created a product that would cover every fitness level and every training outcome for a reasonable price. We launched EMF in 2013, and we now have eight clubs in Queensland, Australia that 14

are up to 5,000sq m, with everything from weights to altitude training. We cover every demographic and all audiences. We have women-only training areas, elite level powerlifting rooms and performance pools. Can you tell us more about the concept and oﬀering? We’ve designed our clubs to oﬀer a variety of training outcomes for both males and females in both everyday classes and performance classes, along with plenty of yoga, pilates and other lifestyle fitness options. We knew that kids are a major part of people’s lives,

healthclubmanagement.co.uk November/December 2019 ©Cybertrek 2019

so including some kids classes and childminding services to allow mum and dad to train at the same time was essential to our success. Tell us about your kids classes We realised that kids are moving further and further away from having fi t and healthy lifestyles due to the impact of their parents’ busy lives and also the growth in technology. We’ve been providing kids classes at our larger clubs for years now and are proud to be opening our first EMF Junior gym in the coming weeks, designed specifically for children aged one- to

EMF gyms feature women-only training areas

14-years-old. This exciting space will include engaging fitness classes, kids and adults yoga, Prama interactive functional movement classes, trampolining, jumping castle fun and supervised free-play on our Super Structure play gym. The kids classes and new EMF Jnr gym provide parents with an opportunity to drop the kids oﬀ and go and train in our standard facility for adults. What has EMF’s development journey been? EMF began with a take over of a gym operator on the Gold Coast that was not progressing and wanted to focus on their ©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

HCM PEOPLE

Wetton and Freeman wanted to create a fitness oﬀering that would cover every fitness level and training outcome

more successful cities. Within 12 months we doubled its member base purely by adding a balanced team with great customer service. We then took over three more closing facilities and turned them around into well performing gyms. We had always had the desire to build and design our own gym and we did so by building two gyms – our EMF Fitness Centre at Pacific Fair and EMF Performance Centre at Robina – within a six month period. These two gyms are very different from one another, which is what we always wanted to achieve, enabling us to adjust our model to fit different demographics and provide a multitude of training solutions. Since this time we’ve opened two other performance centres – our 2,300 sqm meeting Coomera club and our club at Nerang, which is a huge 5,100 square metres. This is certainly our show piece and our most dynamic facility. What most distinguishes EMF from its competitors? We’ve always been leaders in customer service – that’s the cornerstone of our business. People come to train at EMF daily because of the friendly staff who allow them to escape from the stresses of work and life in a positive environment. We partnered with Technogym due to the high level data management they provide through their technology systems and their unique performance training equipment. This alone has been a major factor in our success. 16

The clubs are tailored to suit diﬀerent demographics

Are there any plans to expand? Yes, we’re currently in the process of moving into the Sydney and Newcastle markets, along with some other exciting new interstate and maybe international performance centres soon.

We’re also pushing more and more into the performance fields and focusing on the athletes that are still amateur but who are trying to evolve into professionals, as these are the athletes of the future and need the best mentoring.

■ EMF CENTRES FEATURE: ● Altitude training with performance

bikes, runs and rowers

● Boxing MMA studios

● Heart rate based group fitness ● Indoor and outdoor functional

training zones

● Spin cycle studio with the latest

● Pole dancing

technology through Technogym

● Calisthenics equipment

● Yoga / hot yoga / aerial yoga / pilates

● Sauna and steam rooms

/ pilates reformer / pilates barre ● Power lifting equipment

● Technogym BioCircuit Adaptive

Circuit training equipment

healthclubmanagement.co.uk November/December 2019 ©Cybertrek 2019

● Hot and cold magnesium recovery

pools

● 25m heated lap pools ● Café and childminding

HCM PEOPLE

In the long term, the fitness industry will utilise technological advances in augmented reality and holographic telepresence

JEAN-MICHEL FOURNIER CEO, LES MILLS MEDIA

healthclubmanagement.co.uk November/December 2019 ÂŠCybertrek 2019

Les Mills On Demand has seen significant growth in recent years due to young, ‘digital natives’ making up the majority of the fitness market

What’s your story? I dropped out of school aged 16 to become an electrician in a small village in the south of France, where I grew up. Not long after, I met a business leader who gave me a diﬀerent perspective about the endless possibilities of life and the confidence that I could do more. I went back to school, on to university and began my career during the tech boom, working at some of the world’s largest tech companies. Along the way, I’ve been fortunate enough to live and work in multiple countries. I’ve always enjoyed having a rich blend of experiences and my whole journey has been about learning more, developing multiple skills and growing as a leader. Before joining Les Mills in 2017, I had Senior VP roles at large corporations such as United Health Group and Hewlett-Packard. I also co-founded several start-ups in Silicon Valley and am a strategic adviser for the French government, supporting the development of French start-ups abroad. What does your role entail? Most HCM readers are probably familiar with the Les Mills brand, but maybe

less so with Les Mills Media – which is a division of Les Mills International. As CEO of Les Mills Media, I head our worldwide consumer business, the B2B and direct-to-consumer digital portfolio of products, as well as our worldwide music management. One of my main focuses is our video streaming platform, Les Mills On Demand (LMOD), which lets consumers stream 800 workouts to any digital device. LMOD has seen significant growth in recent years and we’re expecting this category to have a huge impact on the future of fitness. Why is this? The two largest generations of fitness users, millennials and Gen Z, are the “anywhere and everywhere” generations, and they now make up 80 per cent of the entire fitness market. This generation of ‘digital natives’ have grown up with technology seamlessly integrated into their day-to-day lives, so they’re evolving their needs and expectations for their fitness experiences. In addition, the trend for fitness-athome continues to grow and we know 85 per cent of club members also exercise

at home, so our sector must evolve to meet these growing expectations for integrated fitness solutions. How do you see this taking shape in the fitness industry? With digital disruption and technology affecting every industry – especially fitness – we want to offer our club partners and their members a 360-degree fitness solution that seamlessly blends the physical and the digital. We call it the “consumerisation of clubs”. It means virtually expanding the four walls of the traditional fitness facility and enabling members to exercise where and when they want. How can clubs stay central to the fitness journey? Clubs are the heartbeat of our industry, so we’re innovating to ensure they maintain a central role in the digital fi tness experience. That’s why we’ve partnered with Netpulse, so clubs can own their members’ fitness journey wherever and whenever they want to workout. Clubs are able to offer members a co-branded LMOD subscription at a

©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

HCM PEOPLE

Home exercise via LMOD complements in-club classes and workouts preferential rate, boosting member loyalty and keeping them in the habit of exercising even if they can’t make it to the gym. With so many alternative ways to exercise, what does the future look like for live classes? Because we’re social beings, the inperson experience will always be best. Live classes create retention, referrals and boost perception of value, but these can be augmented by technology to expand the club experience. In the long term, the fitness industry will utilise advances in augmented reality and holographic telepresence, but science is a few years away from making this a reality for live classes. In the near term, we can create more experiential live classes by combining great instructors with music and augmented video to create immersive virtual environments. Those who bridge the gap between the digital and physical world to oﬀer an integrated fitness experience will be the big winners. Looking further ahead, I believe Artificial Intelligence (AI) will be transformative for fitness. People want experiential workouts, personalisation, and smart recommendations to support their lifestyle, so AI will play a key role.

AI will play a key role in the future of the industry, says Fournier

What most excites you about the impact of tech on fitness? Our mission is to create a fitter planet, and the technologies we’ve talked about will have a key role in democratising fitness and taking it to the masses. 20

healthclubmanagement.co.uk November/December 2019 ©Cybertrek 2019

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International news SoulCycle CEO Melanie Whelan steps down from role

oulCycle chief executive

She will be replaced by CFO

Melanie Whelan has

Sunder Reddy, who has been

resigned from her

named interim CEO.

role, capping off a

In an emailed letter sent to

challenging few months for the

Soul Cycle employees – widely

indoor cycling operator.

reported in the US media –

Whelan has vacated the

Whelan wrote: “I’m deeply

role with immediate effect

grateful for the opportunity

and has also stepped down as

to have led our SoulCycle

director of the board.

team and brand during a transformational time for this amazing community. “I couldn’t be more proud of what this team has

Soul Cycle currently operates nearly 100 cycling studios

accomplished together. “The magic of SoulCycle has always been in those dark

cheering on your continued growth and success.”

studios. The love, the passion,

I’m proud of what we have accomplished Melanie Whelan

People threatened to cancel their memberships after

The resignation comes just

Stephen Ross, head of Related

the energy and the spirit of

three months after SoulCycle

Companies – owner of the two

what we do is more important

and boutique chain Equinox

brands – threw a fundraiser for

today than ever before.

faced a backlash over their

Trump’s re-election in August.

“SoulCycle is a one-of-a-

owner’s links to controversial

kind organization and I will be

US president Donald Trump.

More: http://lei.sr/s9w9J_H

Beachbody co-founder Jon Congdon launches Openfit platform A new all-in-one digital platform will begin offering certified, trainer-led live group fitness classes in tandem with personalised nutrition programming and wellness tracking. Called Openfit, the new platform is the brainchild co-founders of fitness and

Openfit is an all-in-one platform for healthy living

nutrition group Beachbody.

Jon Congdon

of Jon Congdon, one of the

Among the services offered is Openfit Live, a group

Openfit will offer more than 350 weekly live workouts

fitness element with digitally

Congdon said.

streamed, live trainer-

coaching to the subscriber

personalised motivation and

supervised workouts.

through optional use of the

guidance to those taking part

made just days before

user’s phone camera.

at home is a “technology first”

Beachbody revealed it will axe

for the fitness sector.

its Beachbody Live service.

Classes will be capped at 40 attendees and trainers

platform for healthy living,”

Congdon – who will lead

will be able to offer real-time

Openfit as CEO – said the

feedback, motivation and

ability for trainers to provide

The announcement was

“We wanted to develop Openfit to be an all-in-one

healthclubmanagement.co.uk November/December 2019 ©Cybertrek 2019

More: http://lei.sr/t2J3b_H

Get live news at www.HCMmag.com

Basic-Fit says expansion will see revenues grow by 20%

ow-cost operator Basic-

club network, we expect

Fit is set to speed up its

to increase revenue by at

expansion plans across

least 20 per cent a year in

the European market.

the coming three years,” the

Citing “current

developments and a strong

statement reads. Basic-Fit’s plans are seen

pipeline”, the Dutch company

as a further sign that the

said it plans to accelerate the

European fitness market

pace of organic club openings

is undergoing a period of

from a current target of 125

growth, with one analyst

to around 150 clubs a year.

stating that it “shows that

under-penetrated fitness

months. In March 2019, the

the potential to grow in

markets remains attractive”.

company outlined plans to

With the new target, the

Basic-Fit expects to have a 1,250 clubs in its portfolio in 2022

In July 2019, Basic-Fit

company expects to have 1,250 clubs in 2022. In a statement, Basic-Fit new openings to generate a significant boost to income. “As a result of the large number of new clubs and solid development of the mature

club openings from 100 to

Netherlands’ third-largest

125 per year.

fitness operator and owner of

said that it expects the

We expect to increase revenue by at least 20 per cent a year in the coming three years

increase the number of new

acquired Fitland, the

37 mid-market clubs. The announcement marks the second cranking up of

With a portfolio of 750 clubs across five countries, Basic-Fit is one of Europe’s largest fitness operators.

the pace of expansion for Basic-Fit within the last nine

Basic-Fit

More: http://lei.sr/k8m3Q_H

Xponential Fitness inks deal to take Club Pilates to South Korea Xponential Fitness has

The deal will see Steven

signed a master franchise

Lee, the former CEO of Pizza

deal to open 100 Club Pilates

Hut Korea, become the

studios in South Korea.

master franchisee of Club Pilates in the country through his company XFactor Fitness. XFactor will open a pilot studio in the capital city Seoul by January 2020 and will launch franchising efforts

A pilot studio is expected to open in Seoul by January 2020

shortly thereafter. After the Club Pilates

We believe Club Pilates will become market leader in South Korea John Kersh

debut, XFactor is slated

in Japan, resulting in up to 165

“We believe Club Pilates

to bring other Xponential

Club Pilates locations opening

and other Xponential brands

Fitness brands to the country,

across the country.

will become market leaders as

beginning in 2020.

“South Koreans are early

The signing comes hot

adopters of trends,” said John

on the heals of Xponential

Kersh, chief international

Fitness securing a similar deal

development officer.

Korean consumers experience our wide variety of classes.” More: http://lei.sr/Z4h9G_H

©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

UK news Report: Swimming saves the NHS up to £357m a year

wim England has called

Other key savings are

on the government and

made in the areas of diabetes

healthcare professionals

(£37m), colon cancer (£10.4m),

to “maximise the

breast cancer (£9.8m) and

benefits” of swimming, after a report suggested that the

depression (£9.5m). A further £51m is saved as

activity saves the NHS more

a result of reduced GP and

than £357m a year.

psychotherapy visits.

According to the Value of

Around £51m is saved as a result of reduced GP visits

“Swimming saves the care

Swimming report – published

system millions and tackles

by Swim England – water-

our biggest health conditions,”

based activities are creating

said Jane Nickerson, chief

health savings of £140m in

executive of Swim England.

Swimming plays a vital role in tackling some of our biggest health conditions

More: http://lei.sr/D8C8A_H

Jane Nickerson

dementia care and £100m in caring for stroke patients.

EuropeActive and ukactive to work together in the event of Brexit

Congress in Dublin.

hysical activity bodies

and EuropeActive acting CEO

ukactive and EuropeActive

David Stalker reiterated their

have agreed to strengthen

commitment to maintain their

continue working together

their partnership in the

close working relationship

in four key areas: data

event of the UK leaving the

– whatever the outcome of

and research, policy and

European Union.

the Brexit process – following

regulatory issues, operator

talks at the IHRSA European

benefit and campaigns.

ukactive CEO Huw Edwards

The two organisations will

Ukactive and EuropeActive have really benefited from our excellent partnership Huw Edwards

Both organisations are committed to making the relationship stronger and working together in areas of shared concern.

past five years,” Edwards said. “Brexit creates uncertainty in the sector, but this will not affect our relationship.”

ukactive and EuropeActive have recommited to collaboration – whatever happens with Brexit

healthclubmanagement.co.uk November/December 2019 ©Cybertrek 2019

More: http://lei.sr/W4s8J_H

PHOTO: SHUTTERSTOCK/FIZKES

“We’ve benefited from our excellent partnership over the

Get live news at www.HCMmag.com

David Lloyd Clubs spins off Blaze as boutique studio concept David Lloyd Clubs has

and Europe, the 30-station

revealed plans to spin off its

studio will offer dynamic and

HIIT-based group exercise

fast-paced HIIT workouts

format Blaze and launch

combining mixed martial

it onto the high street.

arts with intense cardio and

The first standalone boutique studio – branded

strength training. Workouts will change daily

The first Blaze boutique studio will open in Birmingham in 2020

BLAZE by David Lloyd Clubs

and the experience will also

– will open in Birmingham in

make use of Myzone wearable

early January 2020.

heart rate monitoring.

Based on the popular Blaze

According to Martin Evans,

Music for the studio will,

“Blaze has proved to be a

David Lloyd Clubs’ product and

huge commercial success,

concept, which was first

as with the David Lloyd Club

innovation director, the new

increasing sales and reducing

launched in 2017 and has now

Blaze product, be curated

boutique format will look to

attrition,” Evans said.

been rolled out across 64

and synced to the classes

tap into the “proven success”

David Lloyd Clubs in the UK

exclusively by Six15.

of the Blaze format.

More: http://lei.sr/e5R9M_H

Sport England: ‘Spogo was unsustainable, but not a waste’

activities were happening

port England has

Association (FIA), which

published an update

rebranded as ukActive in

that what at first seemed

where and when was not

on its digital strategy,

November 2012.

like the obvious solution to

of a sufficient standard to

supporting more people to get

give people the information

active, was anything but.

and quality experience

in which the grassroots

“However, we quickly learnt

“As part of our investments

organisation offers insight into

in our previous strategy, we

its handling of Spogo, a now

attempted to create the

defunct online resource which

nation’s biggest sport and

unsustainable, due to the high

was meant to offer the public

fitness finder – Spogo,” Sport

costs of nationally marketing

an easy way to find sporting

England said in the update.

Spogo, but data about what

“Not only was this approach

they expected online – our ambition was simply too big.” More: http://lei.sr/G9a8P_H

opportunities. Spogo was marketed as the cornerstone of Sport England’s digital legacy plans for the London 2012 Games. Launched in July 2012, the service was supposed to be delivered in partnership between Sport England and the then Fitness Industry

The solution was too generic to meet the needs of everyone Sport England

Spogo was supposed to help make it easy for people to find opportunities to be active

©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

UK news

Get live news at www.HCMmag.com

Benefits of exercise referrals “not as large as hoped” recorded at the beginning and

health and wellbeing

end of the schemes in weight

associated with

(BMI), blood pressure, resting

exercise referral

heart rate – as well as scores

schemes aren’t as large as

on internationally-validated

hoped.

mental health, wellbeing,

That is the conclusion of a study published in the Journal of Epidemiology & Community

quality of life and exercise confidence scales. An analysis of the

Health, which looked at data

date revealed significant

from 23,731 participants in

improvements in most of the

13 different exercise referral

included measures. When

schemes in the UK.

the figures were compared

A team of researchers studied measurements

PHOTO: SHUTTERSTOCK/ALPA PROD

he improvements in

with thresholds for clinical “meaningfulness”, however,

The study looked at 23,731 participants across 13 schemes

the changes didn’t reach the

These findings support the need to consider exercise referral schemes more critically

thresholds – in other words,

the characteristics of the

the need to consider exercise

the changes were so small

participants, so it’s not

referral schemes, particularly

their impact was unclear.

clear which combination

their implementation, more

The study also found

of activities and length

critically, using real world

that the referral schemes

of scheme might be most

data,” the study states.

varied considerably in

effective, or for whom.

length and content, as did

“These findings support

More: http://lei.sr/G6P8u_H

UFC Gym makes European debut with Nottingham club US-based fitness franchise

extension of UFC, the world’s

territories – but had yet to

UFC Gym has opened its

premier MMA organisation,

enter the European market.

first European club.

and was developed in

All of the UK and Ireland

partnership with New

openings are being delivered

Evolution Ventures.

by master franchisee TD

The 18,000sq ft (1,670sq m) studio in Nottingham is the first of 105 clubs planned for the UK and Ireland. The franchised gym chain is the first major brand

Since its launch in 2009, UFC Gym has opened more than 150 locations in more than 25 countries and

Lifestyle – a venture set up to manage the portfolio. The ownership group includes former UFC Michael Bisping and former

We will be announcing more locations soon

British karate heavyweight

Joe Long

middleweight champion

The club is the first of 105 sites planned for the UK and Ireland

champion Joe Long. “We’re so pleased to have

The Nottingham club

opened the first UFC Gym

will offer three formats –

in the UK as part of our

Signature, Core and Class

development schedule and

– giving members the choice

are excited to announce more

of functional fitness classes,

locations soon,” Long said.

group and private MMA

“UFC Gym has options for the whole family and the

training, performance-based training and group classes.

Nottingham club will be the ultimate fitness experience.”

More: http://lei.sr/t6d4y_H

Get live news at www.HCMmag.com

lans have been revealed

Academy for Social Prescribing

for every patient in the

(NASP), which is tasked with

UK to be offered access

mapping out detailed plans

to sport and leisure

on how to best steer patients

activities through the NHS. The UK government has launched a new National

towards activities most beneficial to their physical and mental wellbeing. NASP will work to standardise the quality and range of social prescribing available to patients across the country and increase awareness of the benefits of

PHOTO: SHUTTERSTOCK/WAVEBREAKMEDIA

All NHS patients offered access to sport and leisure activities

NASP will work to standardise social prescribing in the UK

social prescribing by building the current evidence base.

Professor Helen Stokes-

NASP will also develop and

GPs have always done in terms

share best practice, as well

Lampard, NASP’s newly

of getting the best help for

as look at new models and

appointed chair, said: “Social

our patients beyond the

Social prescribing is what good GPs have always done

sources for funding and focus

prescribing has always been

medicines we also provide.”

on developing training and

so close to my heart as a

Professor Helen Stokes-Lampard

accreditation across sectors.

practising GP. It’s what good

More: http://lei.sr/N4Y5a_H

BMA: UK government must tackle ‘stark inequalities’ in activity levels Doctors have called on the

improve the uptake of

government budget for active

government to take “urgent

physical activity, with a focus

travel to £20 per head, in

action” to improve low levels of

on tackling inequalities,

order to promote activities

physical activity across the UK.

across four key areas: travel,

such as walking and cycling.

The British Medical

leisure, school and work.

Association (BMA) said

For travel, the BMA

the government should

recommends increasing

provide local authorities

implement changes to

the cross-departmental

with the resource to reverse

On leisure, the BMA wants to see central government

budget cuts to open spaces

Improved access is needed for people with disabilities

and recreation facilities, with targeted additional investment in the most

PHOTO: SHUTTERSTOCK/ DEAN DROBOT

deprived local areas.

It’s unacceptable that the government isn’t doing more to encourage activity Dame Parveen Kumar

Professor Dame Parveen Kumar chair of BMA’s board

“It’s unacceptable that

of science, said: “As doctors,

the Government is not doing

we see the negative impact

more to encourage greater

of physical inactivity on the

levels of physical activity,

population’s health, including

particularly for those living in

the rise in admissions as a

deprived areas.”

result of those living with preventable conditions.

More: http://lei.sr/3K4Z8_H

healthclubmanagement.co.uk November/December 2019

Research news

Get live news at www.HCMmag.com

Study: fitness has the ability to boost brainpower in adults

hysical fitness has been

Human Connectome Project

associated with better

and combined it with physical

brain structure and

testing to assess the subjects’

brain functioning in

physical fitness.

adults.

The findings of a study, led

Each one’s cognitive ability was also measured and the

by Dr Jonathan Repple of the

researchers excluded subjects

University Hospital Muenster

with pre-existing conditions.

in Germany, shows that

The results of the study

increasing fi tness levels could

showed that physical

result in improved cognitive

endurance was positively

ability – such as memory

associated with the global

and problem solving – as

cognition scores of the

well as improved structural

subjects taking part.

Physical fitness was positively associated with cognition scores “The observed pattern of

“This concept might be

results appears to support the

of relevance for a range of

of researchers said the results

notion of a beneficial effect

domains in health, including

by Dr Repple used a publicly

of the study clearly suggest

that physical fitness has on

prevention and clinical care.”

available database of 1,200

that exercise could be used as

cognitive function in adults,”

MRI brain scans from the

preventative healthcare.

the study reads.

changes in the brain. A group of researchers led

In its conclusion, the group

More: http://lei.sr/H8x5t_H

CMO guidelines: fitness sector must promote strength training The UK fitness industry

investigator at the ukactive

all UK adults to undertake

should make a concerted effort

Research Institute, who

muscle strength exercises “at

to highlight the importance

says that the new CMO

least twice a week”.

of strength training, following

guidelines rightly described

the publication of the Chief

muscle strengthening as

fitness industry, Dr Steele

Medical Officer’s (CMO)

“fundamental to the ability to

said muscle strengthening

guidelines for physical activity.

perform daily tasks”.

had been the “forgotten

That is the message from Dr James Steele, principal

In an open letter to the

Published on 7 September,

guideline” for too long.

the guidelines recommend

“In previous iterations of the CMO’s guidelines, the

Steele says muscle strengthening is a ‘forgotten guideline’

focus had been upon the importance of moderateto-vigorous aerobic physical

The guidelines are more reflective of the known value of activities Dr James Steele

PHOTO: SHUTTERSTOCK/ KZENON

activity – with the importance

of muscle strength, and

has been the forgotten

activities to promote it,

guideline, but now is the time

playing second fiddle,” Dr

for our sector to play its role

Steele said.

in helping raise awareness

“The latest guidelines are

of its importance, alongside

more reflective of the known

moderate-to-vigorous

value of activities such as

aerobic activity.”

resistance training for all adults. Muscle strengthening

More: http://lei.sr/c6u9P_H

Events calendar FEBRUARY 19–21 | ForumClub 2020 Palazzo del Ghiaccio, Milan, Italy The event returns with a gallery format to exhibit products and services for those who design, build and restore private, public and commercial fitness clubs, pools, wellness centres and spas. Marking its 29th anniversary. The 2019 event attracted over 7,500 professionals and 150 exhibitors (20 per cent international). It featured 70 educational events. www.forumclub.it

Choose from over 100 workshops at IDEA 2020

27 | CIMSPA and Quest NBS Conference 2020 East Midlands Conference Centre, Nottingham, UK

12–15 | ACSM International Health & Fitness Summit 2020 Hilton Atlanta, Atlanta, GA, USA

This year’s conference is being held at a completely new venue, within the grounds of the University of Nottingham. They’ll be over 20 breakout sessions and keynote speeches

The ACSM summit features eight lecture tracks that

by Tim Hollingsworth, CEO, Sport England, and behavioural

integrate the science and practice of sports medicine for the

change advocate David Thomson.

health fitness professional.

www.cimspa.co.uk

www.acsm.org/acsm-summit

29–30 | Professional Beauty London 2020 ExCeL, London, UK Showcasing skincare, spa, nail, beauty equipment, medical beauty and tanning, Professional Beauty is one of the biggest events of its kind in the UK. Includes the Professional Spa & Wellness Convention for European spa professionals. https://professionalbeauty.co.uk/e/London

MARCH 5–8 | IDEA Personal Trainer Institute 2020 Alexandria, VA, USA The vent for personal trainers, fitness professionals, owners

FIBO 2020 will welcome over 150,000 visitors

and managers aiming to ramp up the success of their fitness business. Choose from over 100 intensive workshops and

2-5 April 2020 | FIBO Global Fitness

lectures on the latest in exercise science, programme design,

Cologne, Germany

business management and marketing, online training, social media, nutrition and behaviour change.

FIBO is an industry summit, education programme, and

www.ideafit.com/fitness-conferences

fitness festival all in one. The long running event is the

9 | SMMEX International 2020

world’s leading forum for the fitness industry and caters for both business to business and consumer attendees,

Wembley Stadium, London, UK

welcoming over 150,000 visitors each year.

Now in its 21st year, SMMEX provides a platform to network

Exhibitions. Sister FIBOs have been launched in China, Africa,

and strike up partnerships with the biggest sports clubs,

South America and the US. New for 2020, will be Singapore.

FIBO Cologne was the first fitness event launched by Reed

associations, retailers, tourist attractions, corporate brands and universities from across UK and beyond. www.smmex.co.uk

HCM is a global media partner of FIBO

©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

I NTERV I E W

Pioneering Finnish operator GOGO celebrates its 30th anniversary in January 2020. Its co-founder speaks to Tom Walker about the family-owned PHOTO: JUSSI TUOMINEN/MEDIAMETELI

company’s journey – and how the next generation is ready to pick up the baton

healthclubmanagement.co.uk November/December 2019 ©Cybertrek 2019

SO THERE WE WERE, STILL IN OUR 20s, RESPONSIBLE FOR RUNNING WHAT WAS FINLAND’S LARGEST FITNESS CLUB

W GOGO was Finland’s first full service fitness club when it opened in 1990

hen we opened our first full-service fitness club back in January 1990, the fitness sector was a very diﬀerent beast from what it is today,” says Taru Vähätalo, co-founder of Finnish operator GOGO. “The market was dominated by small bodybuilding gyms aimed at men. These gyms were all about weights and resistance training – it was all rather ascetic. It was into this environment that Vähätalo and her sister and co-founder, Päivi AholaitaMäenpää, launched a huge, first-of-its-kind premium facility, with squash courts and a large fitness element that focused on group exercise.

Located in Tampere – Finland’s ‘second city’, 180km north of capital Helsinki – the club housed the country’s largest group training space: an air-conditioned 350sq m (3,800sq ft) hall which could fit up to 100 people at a time. There was also a large gym floor, featuring a variety of CV stations – another first for the fledgling Finnish fitness sector. Named GOGO Liikuntakeskus (which loosely translates as ‘centre for exercise’), the facility was a US-style operation in a small Finnish city with a simple ethos – to build a community around a dynamic programme of group classes. The influences were obvious: Aholaita-Mäenpää had studied in North

©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

PHOTO: JUSSI TUOMINEN/MEDIAMETELI

I NTERV I E W

America and, as a fitness enthusiast, had witnessed first hand the latest industry trends and had seen what worked. Vähätalo says that being a pioneer in group fi tness in a small country created its own challenges – as well as opportunities. “We saw a lot of bare feet and dance shoes among those taking part in classes back then, as well as other rather ‘creative’ types of exercise clothing,” she says, laughing. “So much so, that every time my sister Päivi and I travelled abroad – especially to the US – we stuﬀed our suitcases full of 32

training gear to bring back to the club. We would pick up everything we could – from workout trainers and tube socks to glittery sports tights – and people just loved it!”

FAMILY TRADITION

For the sisters, launching their own business was very much in the blood. Their father is Kalevi Aholaita, founder of the eponymous nationwide retail chain, which made “Aholaita” a household name in Finland. It was thanks to their now late father’s connections in the 1980s that the two aspiring

Co-founder and current CEO Taru Vähätalo (centre) with two of her three daughters Varpu (left) and Vuokko (right)

The GOGO brand has built up a loyal following during its lifetime

■ GOGO Founded: January 1990

fitness entrepreneurs were given their first opportunity to go it alone. “We had just graduated – I as a physiotherapist and Päivi as an occupational therapist,” Vähätalo recalls. “We were both working in our chosen fields and as part-time group exercise instructors, but had spoken about doing something together in fitness. “By chance, one our father’s associates – Esa Nurmi – was looking to set up a largescale sports centre with squash courts and gym facilities at a property he had secured. After talks, we convinced him that we should

combine our strengths – Esa with his sports arena and us providing the group exercise classes and the fitness element. “So there we were, both Päivi and I, still in our 20s, responsible for running what was Finland’s largest fitness club.”

CHALLENGING TIMES

The initial ownership structure of the 2,500sq m facility saw Nurmi – a property specialist – hold a 60 per cent stake, while the two sisters both held 20 per cent. That, however, was to change soon after launch.

Portfolio: 3 full service clubs, all in Tampere 11 GOGO Express aff ordable fitness sites across five cities Revenues (in 2018): GOGO Express: €4.6m Full-service clubs: €3.7m Number of Staff : More than 100

“We got oﬀ to a great start,” Vähätalo says. “But after less than a year of running the club, a global recession hit the world markets, and this completely changed everything.” The eﬀect of the economic crisis was particularly bad in Finland, as it coincided with the collapse of the Soviet Union – a major trading partner at the time. While other countries recovered relatively quickly, Finland sank into a depression. The unemployment rate climbed from 3.5 per cent to 18 per cent and the country experienced one of the worst economic crises in its history – worse even than the depression of the 1930s.

“We lost a lot of our corporate clients, who regularly booked out our squash courts, and also some of our gym members,” Vähätalo says. “But our group exercise classes remained popular. “Meanwhile Esa, our business partner, had other businesses that had begun to struggle as a result of the recession. Because of this, he wanted out of GOGO. In the end, we made a decision that I should buy him out and drive the business. It resulted in me having 85 per cent and Päivi retaining a 15 per cent stake.”

IN 2005, WE TRAVELLED TO GERMANY AND CAME ACROSS MCFIT, WHICH OFFERED MEMBERSHIPS AT €19 A MONTH. IT SPOOKED US. WE REALISED THAT IT WOULD ONLY BE A MATTER OF TIME UNTIL A BUDGET OPERATOR WOULD FIND ITS WAY TO FINLAND” 34

The brand has always placed a central focus on group exercise

I NTERV I E W

GOGO has always been a family-run business; co-founded by sisters Päivi and Taru (left) and soon to be handed over to Taru’s daughters Vuokko (top), Varpu (right) and Vilja (below)

Taru and Päivi were always passionate about following global fitness trends and bringing them to their clubs in Finland

Becoming a majority owner during times of economic turbulence at the age of 35 carried a fair bit of risk, but also gave Vähätalo the chance to mould the company as she wished. “With the help of Päivi, we set out to really focus on making our group exercise oﬀer the best and most up to date in the country,” she says. “We travelled around the world looking for new ideas and concepts and brought many of them to Finland for the first time – concepts ranging from step classes to slide boards. Some were more successful than others, but through hard work we made it work.” The strategy was successful and, encouraged by their success, the sisters began

searching for a second location. Following a long search (“We wanted to make sure we had the right spot,” says Vähätalo) they found it in the heart of Tampere city centre, in the form of a 2,000sq m property. GOGO City opened in 2004, housing two large group exercise studios – measuring 280sq m and 260sq m – and providing people with a busy schedule of classes, ranging from yoga, pilates and in-house concepts to a full selection of Les Mills programmes. Accompanied by large gym spaces, which were kitted out with premium gym equipment and an army of personal trainers, the second club proved to be just as successful as the first one. Then, just as GOGO’s full-service concept – focused on group exercise – was proving to be a lucrative format, the sisters came across something that, again, drove them to innovate.

FITNESS ON A BUDGET

“In 2005 we traveled to Germany and came across McFit, which oﬀered memberships at €19 a month and was growing at a fearsome speed,” Vähätalo reveals. “It somewhat spooked us. We realised that it would only be a matter of time until a budget operator would find its way to Finland.” The pair decided that, rather than wait for a low-cost rival to appear, they should start planning their own aﬀordable business model. It took nearly three years until they found a suitable site for their first budget club – partly because Vähätalo and Aholaita-Mäenpää insisted on having at least 1,000sq m of floor space, considerably more than typical budget clubs. The first 150-station GOGO Express opened in the Tampere district of Lielahti in 36

I NTERV I E W

After seeing the success of McFit, the sisters decided to launch their own budget oﬀering: GOGO Express

2008. Opening hours were set from 6.00am– 10.00pm and the price point at €18 a month. According to Vähätalo, the format was an immediate success. “GOGO Express was the first low-cost club in Finland,” she says. “The reactions to the format were overwhelmingly positive. We even had people asking what the ‘catch’ was! They were suspicious of the €18 price-point and kept asking when the price would go up. They couldn’t believe that they had unlimited access to a gym for that price!” The success of the Express concept led to further sites being launched in 2010 (also in Tampere) and 2011 (in the city of Jyväskylä). Today, the GOGO Express portfolio consists of 11 locations, with the latest club,

situated in the coastal town of Pori, having recently opened in November 2019. Vähätalo is confident that the concept will thrive even if the low-cost market becomes totally saturated. “I believe we simply have a better product,” she says. “Our Express sites are large, between 1,200sq m and 2,000sq m and stacked with premium equipment. It has a feel of a “proper club” and you’ll always be training on great kit and never have to wait for your turn. “It’s all part of our strategy of treating our Express sites as destination fitness clubs, to which people will travel from further afield. We have even made a point of oﬀering free parking at each club, which is an important thing for our members,” she explains

THE NEXT GENERATION

When it comes to future plans for the brand, Vähätalo says that the company is constantly in discussions over potential new sites – for both the Express and the full service GOGO models. A major target for Vähätalo remains the capital city Helsinki, where talks are currently ongoing for at least two sites.

I NTERV I E W

The family hopes to one day open a GOGO Sports Club, which would include a full-service health club plus tennis courts and a pool

“We did originally plan to have 20 sites by 2020 – but as we are currently at 14 locations, that is now looking unlikely,” she adds The biggest plans for the future, however, centre on the future ownership of the company. Since its launch in 1990, GOGO has always been family-owned. Though there have been plenty of oﬀers and opportunities for Vähätalo to sell the brand over the years, she has always resisted these oﬀers. While she is now preparing herself for relinquishing control, the status of GOGO as being family-owned, however, will not change. That’s because the new owners are her three daughters – Vuokko, Varpu and Vilja.

“We started talking about passing on the company to the three daughters about five years ago now,” Vähätalo reveals. “We just wanted to make absolutely sure that it was something they all wanted to do and that they had a real passion for the business. “We had to ensure that they would have the commitment and support from their own individual families too. Running a business this size comes with a lot of responsibility – so you can’t just shut your phones and go on a holiday! “But they’ve been great – all three wanted to take it on and keep GOGO in the family, which obviously makes my husband and I very proud.” Each daughter now owns 11 per cent of the company and all are employed across diﬀerent areas of the business. Vähätalo has retained a majority stake of 52 per cent – for now – while her sister Päivi still holds 15 per cent. “The plan is to gradually pass the ownership to the trio,” Vähätalo reveals. She adds that while there might be a changing of the guard ahead, it certainly doesn’t mean the end of innovation for GOGO. “One of our big dreams is to establish a GOGO Sports Club, which would include everything we have at our full-service health clubs, but also house tennis and padel courts and a swimming pool – a type of sports campus,” she says. “So that might well be one for the next generation to work on!” ●

ÂŠCybertrek 2019 healthclubmanagement.co.uk November/December 2019

TA L K I N G P O I N T

Artificial Intelligence When you hear the words ‘artificial intelligence’, do you think of talking computers and helpful androids? Think again. We find out how AI can be used in fitness

he AI revolution is ramping up across many industries, although not quite in the way futurists predicted. Rather than machines that emulate the human mind, the majority of today’s AI technologies consist of sophisticated algorithms that analyse data rapidly to carry out specific tasks. Through machine learning, they can adapt to new situations as they take in more data, making them far more flexible than the more rigid, static programmes of the past. Our experts explain how AI can be used across the fitness industry, why we should embrace it and the benefits it can bring.

David Minton

Bryan O’Rourke

Director, LeisureDB

President, The Fitness Industry Technology Council

Ground-breaking technology such as AI and Machine Learning is way ahead of fitness industry practices, desires and dreams. The main reason being that many fitness sites currently lack the granular data and infrastructure necessary to obtain real AI. This means our industry is looking through the rear-view mirror at where it’s been, not where it’s going. This is of no use to the consumer and limited use to the operator. Data remains the industry’s most underutilised asset, yet it’s the foundational element that makes AI so powerful. Unstructured data is diﬃcult to use, which is probably why so few techies develop for fitness compared to other industries. A lack of granular data has held back Reserve with Google, for example, where the ‘leisure’ market – hotels, restaurants, cinema, beauty and even hair salons – have developed the most integrations so far. My grandchildren love talking to Alexa and Siri, the always-ready, connected, virtual assistants. Yet these ten-year-old twins soon discovered the virtual assistants know nothing about the sports clubs, leisure centres and swimming pools they use. Back in 2005 I wrote, “if we worked in the pornographic industry, we would all know what a member is, but because we work in the fitness industry there’s no hard rule to follow, so to speak”. For AI to work, there needs to be API access to structured, live granular data. The question of data integrity must be addressed by the industry and it must be totally consumer-focused if we are to take advantage of what AI has to oﬀer.

In 2005 I wrote, ‘if we worked in the pornographic industry, we’d know what a member is, but because we work in the fitness industry, there’s no hard rule, so to speak’ 40

In fitness, AI continues to have the potential to enhance eﬃciency and improve revenues. Chatbots are increasingly being deployed to engage and simulate personalised human interactions. Fitness apps deploy personalised solutions relying on AI tech as well. However, the adoption of these tools is not robust at this point and it will be some years before the industry benefits from both machine learning and AI. The reason for this is that most club operators do not have a single source of reliable data, most have not made great strides in executing a digital transformation, and, finally, most do not have a true AI strategy. To take advantage of AI’s enormous potential, organisations have a long way to go in developing the core practices that enable them to realise that potential value at scale. Most fitness chain operators have not mapped out where, across the organisation, all potential AI opportunities lie, as they have no strategy. Many have not made significant progress on their digital transformation, and do not have single sources of data to enable the adoption of AI at this point. Until these issues are dealt with, the adoption of AI capabilities will be limited.

PHOTO: SHUTTERSTOCK.COM

Minton says virtual assistants such as Siri and Alexa know nothing about health clubs, gyms or leisure centres

Shai Neiger CEO, CoachAi There’s a lot of buzz about AI – computer programmes designed to mimic or simulate human intelligence. The concept has been around since the 1950s, but it’s only in the last decade that technology has advanced enough for AI to become a viable tool for use in business. AI adapts its own design in response to insights derived from real-world data. It also helps us make sense of large quantities of data, to detect patterns, and make decisions based on insight. It’s one of the tools we use at CoachAi to understand and solve the challenge of behavioural change; which factors influence whether someone will create a lifelong exercise habit or fizzle out after three weeks? When and how should we intervene along the course of their

journey? Should we change our approach based on where they live? Whether they’re male or female? Aged 19 or 56? AI is in the spotlight because it represents a new era of efficiency. Unlike the previous generation of technology, which requires constant dashboard monitoring and intervention on the part of operators, AI has the capacity to act autonomously and to adapt over time to reach new heights of performance. As more and more health club operators implement AI solutions, they’ll enjoy reduced staffing and operational costs, while offering smart, personalised member experiences. In the future, this will become the health and fitness industry standard, even for large-scale operators.

AI has the capacity to act autonomously and to adapt over time to reach new heights of performance

With AI, you’re equipped to understand which interactions are likely to have the most impact

Ian Mullane Founder and CEO of KeepMe Some organisations within the UK are more hesitant to adopt new technology than our friends across the pond or in Asia, and AI is no exception. This could be due to a lack of understanding, or a belief that it’s complicated, but the potential benefits for health and fitness operators are huge when it comes to member retention. AI is not a solution to the challenge of low retention rates, but it can provide operators with a useful level of insight to show where to take action and equip them with the tools to do so at scale. Right now, many operators don’t have accurate insights into which members are likely to leave and need this, along with a time window to change the outcome. AI can do this at the member level and in doing so, open up a new world of understanding on what drives attrition. Is there a higher risk with a particular

membership type, gender or age? Do members that attend a specific group exercise class present less risk than those that don’t, for example? All of these and more pieces of knowledge are available via AI to help define what actions should be taken. Introducing an AI tool enhances the human resources you have, allowing them to target their member interactions to where it will have the most impact. You know the value that personal interaction plays in retention, but having a worthwhile engagement with every member is not possible. With AI, you’re equipped to understand which interactions are likely to have the most impact, ensuring that however many engagements you have, they will have been with the most appropriate people. You’re sitting on gold in the form of data, and AI could unlock its secrets. Many

European and US operators have already realised this and are reaping the rewards of deployment with impressive increases in retention and operational eﬃciency. I hope UK health and fitness operators will quickly see the potential, so we can start to see the necessary improvement in member retention so often desired. ●

AI is not a solution to the challenge of low retention rates, but it can provide operators with a useful level of insight to show where to take action and then equip them with the tools to do so at scale 42

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A YEAR OF

GROWTH

Bodystreet, the global leader in Electro Muscle Stimulation training, has had a successful year in 2019, growing their reach across the UK. Master franchisor Mark Holland tells us more

odystreet, global EMS market leader, launched with a single micro-studio in Munich in Germany in 2007, and after two years of proving the concept, expanded as a franchise system. Now, the number of studios has grown to almost 300 across Germany, Austria, Italy and the UK, training more than 40,000 people every week. In the UK, Bodystreet has gone from strength to strength, under the watchful eye of master franchisor Mark Holland. With eight existing sites in Milton Keynes, Sutton Coldfield, Edinburgh and Bristol, Holland is confident of reaching 200 locations by 2025. We caught up with him to find out more about the successes Bodystreet has seen throughout 2019 and to 44

understand more about his and the company’s plans for the year ahead. Holland explains, “This year has been an extremely exciting one for us, with multiple partners getting on board, new projects in the works and several locations opened. We’ve seen real growth in the EMS category – in terms of awareness and coverage – and our businesses have reaped the rewards. Our Gibraltar location, for example, has seen a 40 per cent growth in members since November 2018 and membership across the eight sites has grown consistently month on month, with membership increasing by 25 per cent in January 2019 alone. Much of this uplift is down to the procedures and practices we have in place. Every client that engages with us knows exactly the level and quality of

healthclubmanagement.co.uk November/December 2019

service they'll receive – right from our booking systems down to the workout structure. This keeps them coming back for more, as they enjoy the simplicity and effectiveness of the whole Bodystreet experience. Similarly, every new start-up business owner is supplied with financial backing, business support and preprepared marketing materials. Essentially, they're walking a path previously walked – and successfully too – so there's a clear and effective way to manage the facility from the offset. They can trust in the fact that the model works, and they'll see positive results if they follow the guidelines in place.”

PLANS FOR THE FUTURE

“Since we opened the first EMS studio in Scotland back in March this year, the site

Clients that engage with Bodystreet know they'll receive top quality service

"This year has been an extremely exciting one for us, with multiple partners getting on board, new projects in the works and several locations opened" Mark Holland master franchisor,w

has grown its membership base rapidly. Considering the speed and enthusiasm with which locals have engaged with the service, we’ve been keen to explore the opportunities available in other major Scottish cities. With this in mind, we’ve recently partnered with AiA, dedicated property professionals in the area, to help locate aﬀordable spaces throughout Glasgow. Together, we're looking to establish new locations, and find potential trainers. We already have one location primed and ready to go, committing to a further 19 studios in the next five years. "Establishing ourselves in London is paramount to our continued growth. To date, the biggest challenge to this has been finding aﬀordable and appropriate property. We’ve been looking at ways to overcome this and are currently

working with one of the big operators with multiple venues across the capital, to collaborate on a viable solution. We’re extremely positive and confident about the potential here and excited to progress conversations and see what's possible into 2020. Stay tuned for what’s to come!” ● If you’re looking for more information

on the business opportunities available within the Bodystreet franchise, visit www.bodystreet.co.uk/home

TEL: +44 (0)208 0680780 EMAIL: uk-info@miha-bodytec.com WEB: www.miha-bodytec.com

A former analyst, Gera retrained as a medical doctor. She now leads the wellness team at Goldman Sachs

A next generation wellness facility takes centre stage at the £1bn European headquarters of investment bank, Goldman Sachs, which has opened in London. The head of wellness EMEA speaks to Kath Hudson about the firm’s approach to employee wellbeing 46

oldman Sachs wants to be the best in class when it comes to corporate wellness and employee wellness is embedded into our culture,” explains Shefali Gera. A former analyst, who took time out to train as a medical doctor and complete an MBA, Gera returned to the company in 2010 and now heads up the wellness team, working with vendor partners to deliver services and programming. Based in London, this team steers the wellness strategy for offices across EMEA. Each office has a wellness facility, but London’s luxurious facility is the newest and most extensive. It pays testament to Goldman Sachs’ philosophy of wanting to look after the wellbeing of its employees in mind, body and soul. The investment has not been disclosed, but Gera confirms her team has support to think creatively and identify new programmes and services to support the employees. There’s a 20,000sq ft fitness centre, along with steamrooms, a spinning studio, treatment rooms for complementary therapies, a yoga and Pilates studio, and other facilities which support the work/ life balance, including childcare facilities, a prayer rooms and lactation rooms. “We know workplace wellbeing is important to our employees,” says Gera. “Seventy per cent are millennials and on a macro level, wellbeing is important to this demographic. We also have a strong feedback culture and do a number of surveys to understand what’s important to our people. Our research tells us that the range of facilities we offer brings value to their employment.”

THE FITNESS CENTRE

The wellness team worked closely with the internal corporate and real estate team and external architects, as well as Nuﬃeld, which runs the facilities in terms

I NTERV I E W

Goldman Sachsâ&#x20AC;&#x2122; London oďŹ&#x192;ce has a 20,000sq ft fitness centre, complete with a spinning studio, yoga and pilates studios and steamrooms

Employees are encouraged to use the gym and take classes whenever and as often as they like

There’s no car parking at Goldman Sachs’ London oﬃces, just 455 bike parking spaces

Left: The children’s centre is the first of its kind in a corporate setting in London. Right: Treatment rooms are available for complementary therapies of the design and décor. “The gym is a light, bright and airy space. A great deal of thought went into the colour palette, down to the colour of the lockers in the changing rooms,” says Gera. The floor has been zoned into diﬀerent workout areas: a functional area with a Queenax rig, cardio zone, running track, spinning studio, performance zone with bikes and rowers, an area for weights and lifting and space for stretching. There’s also a studio for Pilates and yoga, and numerous classes which run throughout the day from 5.30am to 10pm. Gera says people can leave their desks whenever they choose to have a workout. They won’t be judged for staying too long 48

■ THE WORKPLACE THAT HAS IT ALL ● Contemplation rooms for quiet time and reflection ● A group prayer and

● Yoga and pilates studio ● Steamrooms

● Technogym-equippped gym

● Lactation suite for new mothers, with breast pumps and fridges

● Cycle centre with 455

● 7,000sq ft nursery, play

choir practice room

secure bike spaces, showers and changing rooms

centre and napping room

● Resting rooms for workers

I NTERV I E W

PEOPLE CAN LEAVE THEIR DESKS WHENEVER THEY CHOOSE TO HAVE A WORKOUT. THEY WON’T BE JUDGED FOR STAYING TOO LONG OR GOING TOO OFTEN. or going too often. “The message from senior management is that all employees should do whatever it takes to look after their wellbeing,” she explains. The emphasis has also been put on convenience, so everything is provided, including workout kit. Employees just need to keep their trainers in the oﬃce and if they decide to do a workout on a whim, they can use the gym kit provided, as well as towels, toiletries, hair dryers and straighteners. The company has promoted the gym in-house with a web page, information and events. As a result, more than 50 per cent of employees at the London oﬃce are now registered members.

FUTUREPROOFING

Looking after the wellbeing of staﬀ has gone one step further than simply providing space to workout. “The ethos is flexibility, as people’s needs will probably change over time, so we wanted to futureproof the design as much as possible,” says Gera. This has led to some far reaching additions, including workplace wellness rooms on each floor of the 10-storey building, where people can go to meditate, take a rest, or prep for a meeting. There are also a couple of larger rooms that can be used by the workplace choir or for prayer. And there are all-gender toilets and shower rooms throughout the building. Another innovation is the dedicated cycling centre, which oﬀers 455 bike parking spaces, as well as showers and changing rooms. With direct access from the Cycling Super Highway, cycling to work is easy and popular. A biometric entry system means cyclists can ride straight in, rather than having to stop and find a pass. In a move to further boost active commuting, there is no car parking available at all.

Consistent with Goldman Sachs’ family friendly policies, there’s provision for mums to express milk, with fridges on site. The company will even pay to have the milk couriered to babies when mums are travelling on business trips. Twenty five per cent of Goldman Sachs staﬀ are parents and all of them are entitled to 20 days backup childcare per year. This can either be used free on-site, or at home, if a school age child is poorly. Older children are also allowed to use the children’s centre during school holidays. The oﬀ-site entitlement can also be used for elderly parents who are sick.

FAMILY FRIENDLY

HOLISTIC APPROACH

The children’s centre is the first of its kind in a corporate setting in London and the company has gathered employee feedback, so facilities are highly focused around children’s needs, with trikes, a play kitchen, napping rooms and a STEM activity room.

Fifty per cent of employees at the Goldman Sachs London oﬃce are registered members of the fitness centre

In keeping with the 360 degree approach to wellbeing, employees have access to a health centre which has GPs, a psychiatrist, psychologists, physiotherapists and a wellbeing nurse, as well as a team that provides personalised support and

guidance for complex health conditions to employees and their families. There’s also a 24/7 employee assistance service which provides information on a number of lifestyle management issues, including advice on schools or obtaining a lawyer. The company is also taking a robust approach to mental health, and is a founding member of the City Mental Health Alliance. Since the introduction of a mental health first aid programme last year, 70 staﬀ members have been trained to recognise signs of mental health issues and been signposted to other support services. “As an employer, Goldman Sachs is equipping people with the right resources and support so they can access the services they need,” says Gera. “Since its inception the company has taken a holistic approach to the mental and physical health of its employees and this is reflected in our oﬃces across the globe.” ●

As trends come and go, be alert and pivot your business creatively, says IHRSA

healthclubmanagement.co.uk November/December 2019 ÂŠCybertrek 2019

INSIGHT

CUSTOMERS IHRSA’s Kristen Walsh shares highlights from The 2019 IHRSA Health Club Consumer Report into the US fitness market, as well as giving universal advice about how to stay relevant

n order to adequately recruit, serve, engage and retain health club customers and members, it’s crucial to understand everything about them – their needs, their wants and their behaviours. IHRSA’s annual Health Club Consumer Report 2019 is based on a nationwide sample of more than 20,000 interviews and provides demographics and health, sports, and fi tness participation data on US health club consumers.

INSIGHT

REVIEW YOUR BUSINESS MODEL A

t this moment in time, fitness facility operators, especially those in the fitness-only category, find themselves competing in an industry segment that’s dominated by discount operators (75 per cent charge less than US$25, and 32 per cent charge less than US$10 a month). If your present business model is fitness-only (equipment, group exercise studios and locker rooms), then chances are most of your competitors will be in the low-price game, and your existing and future members will frame their buying decision around the lowest price.

STAY IN THE GAME

Consequently, if you plan to continue to operate a fitness-only model in your business, your options include: ● Lower your price and add a little extra. Rather than go head-to-head at $10, try $15 to $18, and then offer a few classes, some virtual classes, and possibly offer fee-based small group training. ● Continue to operate at your present price point, eg, $30 to $40, but differentiate your offering. Create a speciality, such as a genre of group classes, small group training or coaching, that none of your competitors is offering.

Consider adding new amenities to your club, such as a pickleball court ● Move up the chain. Add physical and programming amenities known to denote value and a higher price point. For example, you could add a court for POP tennis and pickleball; add a speciality

studio and theme it; create more tribal programming; or partner with another small business to incorporate a custom bundle of services with higher perceived value into your oﬀering.

One out of five Americans age six and older belongs to a health club. More than 62 million Americans belonged to a health club in 2018, representing 20.8 per cent of the total population ages six and older

US Health clubs attracted a record-high number of Americans. Including both members and non-member users, health clubs attracted a total of 71.5 million consumers in 2018 52

Treadmills remain the most popular piece of equipment in the gym

Core US health club members, who attended a club for at least 100 days in 2018, accounted for nearly 47 per cent of total members. Roughly one out of five US health club members utilised the club at least 200 days in 2018 (approximately 20 per cent)

Roughly one out of five members belonged to more than one club (20 per cent). Members of US boutique studios were more likely to belong to more than one club than members of full-service facilities

The average annual household income (HHI) for US health club members was US$79,230 in 2018, consistent with recent years. Approximately two out of five health club members come from households with an annual income of at least $100,000 (40 per cent) ÂŠCybertrek 2019 healthclubmanagement.co.uk November/December 2019

PURSUE ‘ODD’ AND ‘WEIRD’

r Seuss notably quipped: “You have to be odd to be number one.” What he meant was that reaching the top and, equally importantly, remaining at the top, requires a penchant for being a little different from the rest. “Odd” refers to your business’ value proposition and whether it offers consumers and members something unique, innovative, and relevant – rather than the same old same old. Dr Seuss also said: “We’re all a little weird and life is a little weird, and when we find someone whose weirdness is compatible with ours, we join up with them and fall in mutual weirdness…” What the doctor ordered speaks to building a value proposition that appeals to one or a few weird audiences. Many successful boutique studios have taken this approach to crafting their value proposition. Gym Box in the UK is a premium operator that has taken a different approach and, in so doing, carved out a distinctive position for itself in the marketplace. Just remember, being ‘odd’ also requires innovation and – importantly –having relevance to the audience you pursue.

“You have to be odd to be number one” Dr Seuss

So, what does it take to foster a value proposition and culture takes you to number one and enables you to leverage ‘weird’?

FIND YOUR TRIBE

Consider selecting single or multiple niche audiences to serve, and craft your value proposition and culture to be relevant to them. Study your marketplace, talk to your existing

Average tenure for US private health club members was 4.8 years. Older members stayed longer than younger members, as the 65+ age group indicated being members for an average of 7.5 years, while the 18-24 age group indicated being members for an average of 2.9 years

Gym Box in the UK has carved out a distinctive position members and, most importantly, search for un-served/under-served groups. ● Deliver your offering differently. No one says you have to operate in the same way as your competitors. Maybe offer club access via bundled packages instead of monthly subscriptions. How about investing more in technology and becoming the most tech-savvy fitness business in the market?

Roughly 15 per cent of US private health club consumers used a personal trainer in 2018. Approximately 44 per cent of personal training users were female, while 56 per cent were male

Consistent with historic trends, treadmills remained the number one attraction at US health clubs, claiming utilisation by 42 per cent of total members. Resistance machines were second, attracting usage by 35 per cent of members

INSIGHT

Time shifting: CrossFit has built an enormous following by delivering traditional training methods in a new way ● Be a 2.5 percenter. Two-and-a-half percent refers to the percentage of businesses that are real innovators. These are businesses that pursue innovation or are willing to adopt business practices and technology early on, typically way ahead of the competition. For example, why not try a ‘freemium’ approach to your business model, similar to that

used in the gaming industry, in which you oﬀer the basics for free and then charge extra for upgrades and add-ons. ● Go back in time or shift into the future. CrossFit, possibly without even knowing it, built a business proposition around some of the clubs of the mid-1800s, in which gymnastics and calisthenics were the core of the

programme. There are other models from olden times that would still work today. Conversely, you could go the opposite route and create a high-tech virtual experience (ie virtual reality, streaming mobile content, virtual check-in, etc) supplemented by human contact. ● Find out more at: www.ihrsa.org/publications

On average, US members attended a private health club 105 days in 2018. Members between the ages of 35 and 44 used a health club most frequently at an average of 116 days, while the under 18 age group used a health club least frequently at an average of 65 days

Roughly 26 per cent of US private health club consumers engaged in small group training in 2018. Approximately 54 per cent of participants were female, while 46 per cent were male ©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

â&#x20AC;&#x153;The Well is the first modern membershipbased wellness club of its kindâ&#x20AC;?

WELLNESS

REBECCA PAREKH CO-FOUNDER AND CEO, THE WELL

With everything from a personal trainer gym to a ten room spa, a new type of wellness model has arrived. The Well, a modern membershipbased wellness club, has opened in the heart of New York City

L The Well oﬀers a range of fitness and wellbeing services to members for £302 a month

ike many destination spas, The Well NYC offers the benefits of western medicine with the wisdom of eastern healing. It has a sciencebacked ecosystem of wellness where people have access to health coaches, doctors and 50 practitioners specialising in a range of modalities, from fitness and bodywork to food as medicine and mindful movement. Also on offer are Chinese medicine, Ayurveda, vibrational energy healing and emotional wellbeing. Unlike destination wellness offerings, however, this is all available in the middle of one of the busiest cities in the world – New York. The Well is a first of its kind, says co-founder and CEO Rebecca Parekh. “Consumers are becoming more conscientious about their health,” she explains, “but with so many different offerings in the health and wellness space, they find themselves running around town and often receiving conflicting advice.”

Instead, staff at The Well “work together under one roof to build customised plans to suit each member”. Parekh is no stranger to the wellness world. For the past five years, she’s been a COO for Deepak Chopra, working to secure federal funding for integrative health research. As a former Deutsche Bank executive, she’s also a shrewd businesswoman. The idea behind The Well is to help “busy New Yorkers to live healthier, happier, more balanced lives,” she says. And demand is clearly there. Although it’s only been open a few weeks, there are already 400 members and the goal is to ramp this up to 2,000. Each of them pays a US$375 (€334, £302) a month, plus a one-time registration fee of US$500 (€446, £403). For this, they get a monthly, personalised session with a dedicated health coach, plus support between visits, unlimited yoga and meditation classes and are privy to a variety of classroom programmes. They also have access to the skilled practitioners, but will pay for sessions – a 60 minute, Swedish massage starts at US$180 (€161, £145) for example. In addition, they can enjoy amenities at the 13,000sq ft club, which include a private training gym, 10-treatment room spa with steam and sauna rooms, an organic restaurant and vitamin bar, reflexology lounge, yoga and meditation studios. “We have something for everyone,” concludes Parekh.

WELLNESS

Consumers are becoming more conscientious about their health, but with so many different offerings in the health and wellness space, they often find themselves receiving conflicting advice

The Well includes a private training gym in its oďŹ&#x20AC;ering

healthclubmanagement.co.uk November/December 2019 ÂŠCybertrek 2019

PHOTO: GRANT LEGAN

The idea behind The Well is to help busy New Yorkers to live healthier, happier, more balanced lives

Top: The Wellâ&#x20AC;&#x2122;s organic restaurant and vitamin bar. Bottom: The reflexology lounge

ÂŠCybertrek 2019 healthclubmanagement.co.uk November/December 2019

WELLNESS

Founders Kane Sarhan, Rebecca Parekh and Sarrah Hallock opened The Well in summer 2019

We offer both the benefits of western medicine and the wisdom of eastern healing, within a science-backed ecosystem of wellness

healthclubmanagement.co.uk November/December 2019 ÂŠCybertrek 2019

XXXXXXXX

Members pay US$375 a month to access the luxurious club

Customers have access to doctors, health coaches and 50 bestin-class practitioners specialising in a range of modalities, from fitness and bodywork to food-as-medicine and mindful movement. Also on offer are Chinese medicine, ayurveda, vibrational energy and emotional wellbeing support

ÂŠCybertrek 2019 healthclubmanagement.co.uk November/December 2019

SPONSORED BRIEFING

Fit for purpose As ukactive pushes for government to focus on physical activity for healthcare, Brad Tucker, managing director at Premier Global NASM, explains how the training provider is evolving its programmes to help fitness professionals deliver person-centred, holistic health solutions

ven a few years ago, the majority of people working out in gyms were there to get fit. Yes, some wanted to enhance their health but most simply wanted to be fitter or stronger. Today it is a very diﬀerent story. The nation’s inactivity crisis has driven a profound change in government health care strategy, which now recognises the vital role physical activity can play in its ‘prevention rather than cure’ strategy. The health care sector is looking to our facilities and fitness professionals to support the prescription and implementation of active care plans. This means our gym floors must host personal trainers who are professionally proficient in serving a much wider set of health needs and who can prescribe a more holistic, wraparound plan that incorporates all aspects of life from physical activity to nutrition. As global leader in the provision of training and education for fitness professionals we take our responsibility to ensure the workforce is able to serve the needs of the market very seriously. Qualifying as a personal trainer is just the start of the journey. In order to meet the health needs of our increasingly diverse population, investment in ongoing education is absolutely vital. All Premier Global NASM education programmes, from our world renowned personal trainer qualification to all of our CPD education specialisms, base practical application on solid, proven, scientific theory and teach how to adapt the science to deliver a highly bespoke person-centric plan. No two people are the same, so no two plans should be the same. Take the most recent addition to our CPD arsenal. Following several years of

The NASM Certified Nutrition Coach certification teaches students how to apply behavioural changes coaching techniques

development with input from more than 20 experts in nutrition, metabolism, physiology, psychology and behaviour change, we have recently introduced the NASM Certified Nutrition Coach (NASM-CNC) certification. With obesity, diabetes, heart disease and cancer all on the rise, the need to adequately equip our workforce with scientifically based nutrition knowledge to support individuals in the pursuit of healthier, lifesaving behaviours has never been greater. There is a minefield

of confusing and often contradictory information out there when it comes to nutrition. This course separates myth from fact and teaches students how to practically implement evidence-based strategies into daily life. Nutritional requirements are highly variable and influenced by a plethora of external factors including allergies, religion, long-term health conditions and ethnic food preferences. The NASM-CNC certification teaches aspiring Nutrition Coaches how to apply

With obesity and other weight-related diseases on the rise, adequate nutrition knowledge is becoming more necessary for PTs

"The nation’s inactivity crisis has driven a profound change in government health care strategy, which now recognises the vital role physical activity can play in its ‘prevention rather than cure’ strategy" Brad Tucker, Premier Global NASM

behavioural change coaching techniques to help their clients implement and commit to a nutrition plan. Another example of a CPD certification which directly addresses an emerging market need is the Senior Fitness Specialism (NASM-SFS). The UK has an ageing population. The Oﬃce of National Statistics predicts that 75 per cent of UK population growth between 2012 and 2040 will take place in the over-60 age group, with increases from 14 to 22 million people. Our dedicated product development team has created a course which teaches students how to create training programmes based on our world renowned Optimal Performance TrainingTM (OPT TM) model. The OPT TM model takes into account the physiological, psychological and lifestyle factors specifically aﬀecting this market segment and teaches how to make practical applications.

interactive distance training platform which provides the flexibility to fit learning around both work and family commitments. Working with cutting-edge interactive and multimedia designers, Premier Global NASM has created an instructional experience that is fun, engaging, and immersive.

CLOSING COMMENT

The role of the gym floor fitness instructor is more diverse than ever and requires a broad knowledge base to serve all segments of the population and deliver wraparound, holistic lifestyle advice and programming. The Premier Global NASM CPD oﬀer supports this need and is constantly reviewed and updated to reflect the ever-changing needs of the fitness market. For more information visit www.premierglobal.co.uk ●

TEACHING METHODS

All of our education is designed to make learning as enjoyable, accessible and aﬀordable as possible for students. As a result, we have developed a bespoke

INSTAGRAM: @premierglobalnasm https://www.instagram.com/premierglobalnasm/ EMAIL: courses@premierglobal.co.uk mailto:courses@premierglobal.co.uk WEB: www.premierglobal.co.uk

Dyaco’s Circular line is new to the UK, but is already very popular in the German market

Virtuous Circuits are a powerful way to deliver a controlled and effective workout to people of a range of abilities in a short time frame. HCM reviews some of the leading systems DYACO UK LTD - THE GYM80 CIRCULAR LINE. Number of stations A total of 10 machines, providing 18 diﬀerent exercises. Details Chest press/row, pec/rear delt, shoulder/lat, biceps/triceps, abdominal/back extension, circular twister, leg curl/extension, inner/outer thigh, leg press and squat machine. The Circular line equipment offers a low impact wholebody workout for users in a coordinated circuit of 10 machines. Eight of the machines provide two opposite movements in a dual-directional, concentric, or ‘push/pull’ function, resulting in a total of 18 different exercises. There are no eccentric movements, meaning the user doesn’t need to deal with lowering or controlling the load. What controls station changes The gym80 Circular line is designed to be used in a circuit class format with an instructor. The instructor will time the station changes in a way to suit their style or according to the available timing devices at the facility. Real-time feedback There are no feedback mechanisms on the equipment, as it was designed to enable people to work at their own level in a non-intimidating way. Instructors have flexibility to use measures such as perceived exertion scales, along with pre-set resistance levels and users can utilise their own devices and apps. 64

What’s the entertainment? Entertainment is not built-in. This allows the facility and the instructor flexibility in how they deliver music or entertainment, suited to their business and preference. How many have you installed? Dyaco has only just released this product to the UK market. There are numerous installations that have been done by gym80 in Germany. Target market The gym80 Circular line can be used by a large variety of users, from beginners to advanced exercisers, depending on the intensity of the given class format. However, this line is particularly effective for entry-level training for younger people, mature users, deconditioned users and complete beginners. Extra info All products are compliant with the German Medical Device Act, so are also suitable for users going through physical rehabilitation. The machines in the circuit have a small footprint and are easy to move around a studio or facility.

Find out more Tel: 0800 0293865 Email: sales@dyaco.co.uk Website: www.dyaco.co.uk Twitter: @DyacoUKLtd

CIRCUITS

The eGym strength circuit allows users to log, track and collate their workout data in an app

EGYM - EGYM STRENGTH TRAINING CIRCUIT Number of stations 18 stations enable users to train specific muscle groups. Details The eGym strength circuit is driven by an advanced software system. The open platform enables seamless connectivity with a wide range of partners including cardio equipment suppliers, body analysers, CRM systems and fitness trackers. This enables the operator to create a totally connected gym environment and enables the user to log, track and collate all workout data into one convenient location – their personal eGym account. Data can be accessed at any time via the Fitness app. All workouts are bespoke and fully automated to ensure a safe, results-driven workout for users on every visit. Clunky weight stacks are replaced by a silent, electromagnetic resistance system and motivation levels are maintained by gamification integration and regular feedback on performance improvements. All workouts are progressive, applying automated periodisation. Operators choosing to upgrade from Classic to Premium software can offer users an even greater level of personalisation through the introduction of a 12 -week, phased, progressive programme. This ensures users are continually driven towards bespoke training goals. What controls station changes? Information is delivered via a touch-screen. Exercise execution instructions, including speed of movement and repetitions are communicated via this screen, with automated set up. When an exercise sequence is completed, the user is prompted to move on. Real-time feedback Whilst exercising, users are provided with instructions and performance feedback via the large touch screen. Users can

also access real time workout information any time, from anywhere via the free to download Fitness app. What’s the entertainment? Gamifi cation is an important component of the eGym circuit with users being awarded points for correct exercise execution. Users are also fed regular performance updates and health benefi ts associated with their exercise levels to maintain motivation and encourage continued commitment to training. What is the price? £70,000 - £90,000. How many circuits have you installed to date? 1,200 circuits in the UK, France, Italy, Spain, Benelux, Denmark. Target market Fitness enthusiasts, health-conscious individuals and resultsdriven athletes of all abilities. eGym oﬀers a training solution for all, regardless of ability, making it an option for for gym owners keen to attract a wider segment of the community. Extra info Based on scientific principles, the advanced Metabolic Fit training solution is a programme designed to tackle type 2 diabetes. eGym has also introduced eFle-xx to the UK, the world’s first digitised mobility training circuit. The four-piece circuit integrates with the eGym strength training circuit.

Find out more Tel: +44 (0) 203 701 4267 Email: sales@egym.co.uk Website: www.egym.co.uk/buiness Twitter: @egymuk ©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

CIRCUITS

Because of its easy, personalised format, the Milon Circle often attracts a slightly older user group

MILON - THE MILON CIRCLE Number of stations 12 machines in total – six pieces of strength and six cardiovascular machines. Leg extension, leg curl, chest press, seated row, back extension and abdominal stations. Details Strength units deliver resistance through an electronic motor providing a variety of training protocols including eccentric, isokinetic and adaptive. Milon also manufactures cardio equipment with automatic settings to give a personalised experience for each user. The cardio equipment can be heart-rate controlled and has a variety of fitness tests built in. What controls station changes? The time is displayed on the user’s screen. When the time has elapsed the machine stop working and the user moves on to the next station. Real-time feedback Users can see and follow their range of motion, training speed and weights lifted in both concentric and eccentric modes. They also receive qualitative feedback during training and the software can interact to motivate and support them during the workout. What’s the entertainment? We do not include entertainment as the user is constantly on the move and we believe it’s role of the instructor to motivate and support members to work hard and achieve their goals. What is the price? From £49,653 for a six piece cardio circuit to £124,752 for a 12 piece strength and endurance circuit. 66

How many have you installed? Twenty-eight Milon circuits have been installed in the UK and Ireland and globally, 2,600 circuits have been installed in 30 countries. Target market Milon caters for everyone, regardless of age or fitness experience. Because of the engaging and personalised environment it creates, Milon usually attracts a slightly older profile that would not normally join a traditional facility creating new revenue opportunities. Extra info Our operational, sales and marketing experience has helped clubs increase their income by £15,000 pcm In addition, Milon hold a medical devices license which allow it to work directly with the healthcare and medical sectors

Find out more Tel: +44 (0) 7785 302290 Email: stuart@milonfitness.co.uk Web: www.milonfitness.co.uk

The Speedflex system is paired with Myzone, providing real-time heart rate data to enable users to workout at a high intensity

SPEEDFLEX - THE SPEEDFLEX CIRCUIT Number of stations Our concept has the ability to upscale from a minimum of eight – four Speedflex machines and four auxiliary stations. Details Our concept is made up of a mixture between Speedflex machines and auxiliary equipment – typically kettlebells, slam balls, battle ropes, suspension training, resistance bands, ramfits and bodyweight exercises. The Speedflex machine works off a hydraulic system that delivers isokinetic resistance dependant on how much force is applied. Machines allow participants to perform traditional exercises such as power clean and press, shoulder press etc. Trainers can incorporate different exercises, circuits, and formats depending on the number of participants and their ability. Progressions and regressions are incorporated to ensure everyone gets the most from the time they dedicate to exercise. There are hundreds of different programming options to keep things interesting and a range of themed sessions, all of which are either 30 or 45 minutes in duration. What controls station changes? Speedflex uses multiple mechanisms to control station changes. Some sessions are controlled via MyZone. All sessions are trainer-led, giving the ability to programme multiple formats that keep the workouts engaging and varied. Real-time feedback Our concept is paired with Myzone so we can prescribe high

intensity exercise to all of our users. The Myzone system allows real-time heart rate data to reward effort through MEPS while also giving real-time feedback in calorie expenditure. What’s the entertainment? We have a new app that allows participants to use our in-built programming. What is the price? £1,105 - £1,568 + VAT per month for a studio with between four and eight machines, based on a 5 per cent fl at rate of interest. How many circuits have you installed? We have 19 studios. Target market Speedflex is suitable for all ages and abilities as it delivers all the benefits of HIIT training without the risk of injury and with reduced post exercise pain – something usually associated with this type of training. Extra info The Speedfl ex circuit is unlike any other form of training – it means something diﬀerent for every user, from being an eﬀective aid to weight loss, which is facilitated without soreness, to providing the benefi t of having a trainer to lead the session so the user doesn’t have to plan for or motivate themselves.

Find out more Tel: +44 (0) 191 212 7450 Email: sales@speedflex.com Website: www.speedflex.com ©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

CIRCUITS

Technogym’s Biocircuit balances all phases of movement to provide each user with a personal programme

TECHNOGYM - BIO CIRCUIT Number of stations 12 Strength: chest press, low row, leg press, leg extension, leg curl, total abdominal, lower back, vertical traction, shoulder press. Three cardio: treadmill, bike, synchro. Details Biocircuit’s Biodrive balances all phases of movement – both concentric and eccentric – in order to provide each user with a personal programme. The system can deliver diﬀerent levels of intensity to meet the needs of people requiring either isotonic or viscous resistance. It also ensures the workload is constantly controlled and selects a pace based on each user’s needs to achieve maximum eﬀectiveness. Biocircuit machines have a spotter function to provide assistance to users when they can’t fully manage their workouts. The system integrates with the Technogym mywellness cloud platform. What controls station changes? Each station has a dedicated console to control workout data and display the programme to the user. There’s also a kiosk, where users start and finish their journey. Real-time feedback Feedback is provided on all stations with range of motion, weight and exercise duration for the strength pieces, and 68

gradient, speed and duration for the cardio pieces. At the end of each, a compliance score is also given. Does it have any entertainment built in? No entertainment is offered – the focus in on the real time feedback, workout results and progression. At the end of each piece a compliance score is also given. What’s the price? Prices range from £7,200 - £11,700. How many have you installed? Biocircuit is installed in 80 locations. Target market Biocircuit is designed for a variety of users types from goal orientated members and sports performance to rehab and de-conditioned. Extra info Biocircuit offers different workout profiles , such as start moving, weight loss, tone your body, stay young and boost performance.

Find out more Tel: +44 (0)1344 300236 Email:UK_info@technogym.com Website: www.technogym.com Twitter: @Technogym

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FLOO R I N G

The right flooring creates and enables great experiences. Seen here, an installation by BLK BOX

FLOOR ORDER

Your flooring literally underpins your business and although it may not seem the most glamourous purchase you make, making the right choice will ensure the success of everything from your safety rating to your bottom line, says Liz Terry ÂŠCybertrek 2019 healthclubmanagement.co.uk November/December 2019

COVER EVERY INCH OF THE GYM. It’s...Where Champions Train. Taraflex® sports flooring is the most widely specified indoor sports surface in the world. Chosen by top international athletes for its unique construction and technical performance, it has been fitted at every Olympic Games since 1976. Taraflex® provides industry leading innovation and high levels of comfort and safety, it stands the test of time even in heavy traffic fitness environments. Contact us now for a free site survey.

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Kit and flooring specialist BLK BOX has worked with everyone from Pure Gym to Gym Box. Above, a recent installation for Anytime Fitness and below, liveried flooring for Arsenal FC

he choice of flooring in gyms, health clubs and wellness facilities is too often an afterthought or – for some mysterious reason – a decision made at the point of a fit-out where some specifiers seem to have a serious lapse of judgement. In 36 years of writing about the health, fitness and wellness industry, I’ve seen some inspiring installations, but also some real howlers – even from world class operators in the middle of large roll outs, making it even more surprising.

SLIP SLIDING AWAY

My winner for the worst installation ever was the facility where the specifier had an obsession with marble and it was laid pretty much everywhere – lining the showers, along the poolside and in the changing rooms, for example. As a result, within days of opening, a series of cracked heads, broken noses

and bruised elbows and coccyx – as members tripped and slipped on the tretcherous surfaces – meant a massive order was placed for ribbed anti-slip matting to try to resolve the issue. This functional product, in a range of primary colours, was then laid out everywhere, criss crossing the elegant marble floors, destroying the up-market ambience which had clearly cost a fortune. You have to ask why no one on the development team had questioned whether a marble floor in a high volume, wet area was the most sensible choice.

Another challenging installation involved the gym operator who chose beautiful black tiles for the large shower area, omitting to check the local water, only to find it was exceptionally hard. I visited two weeks after opening and the area was already heavily streaked with limescale, which really showed up against the black tiles. It was clear the only way to keep it looking even vaguely decent was going to be to use strong chemicals – completely at odds with the operator’s ethos – or copious amounts of vinegar and loads of elbow grease.

FLOO R I N G

Pavigym creates gym flooring and interactive solutions for the fitness industry

COSTLY MATTER

Calculate the areas which will get high levels of wear and configure these so they can be patch renewed 74

The logistics of replacing any type of flooring – from the gym to the changing rooms – are so onerous they underscore the importance of getting it right first time. There’s downtime as equipment is moved and freight and storage costs if there’s no place available to temporarily relocate it. Then more downtime as the old flooring is removed, followed by preparation works for the new surface and installation. There may then be some making-good to be done before

equipment can be reinstalled and members welcomed back. All operators allow for a planned cycle of routine refurbishment, but a bad choice of flooring which leads to refits being necessary outside this cycle can push a profitable business into a loss. Ease the pressure by calculating the areas which will get high levels of wear and configure these so they can be patch renewed without reflooring the entire area: these can include free weights areas, walkways and sledgeways.

Surfaces for Sport & Leisure Facilities

Shock absorbing, slip resistant flooring for free weights and functional fitness areas Needle punched polypropylene sports surfaces for sled tracks Multi-functional point elastic and area elastic sports floors Porous and non-porous surfaces for outdoor tennis courts Acoustic flooring solutions for gyms, cinemas and bowling alleys Impact resistant acoustic wall panels for sports halls

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ÂŠCybertrek 2019 healthclubmanagement.co.uk November/December 2019

FLOO R I N G

GROUND RULES

So what are the ground rules? Ask any flooring professional and they’ll stress the importance of preparing the sub floor properly before laying. A professional contractor will walk away from a job rather than have this stage compromised, so it’s a corner which must not be cut under any circumstances. Choosing flooring is your chance to innovate and to futureproof your operation, so talk to the top suppliers and look at all the options before deciding. We’re fortunate in this industry to have some great companies creating and supplying excellent, innovative products which can really bring life and style to your facility, while making it easy to maintain – if the right choices are made.

DEMENTIA FRIENDLY

Consult to ensure flooring is dementia friendly – a new benchmark in facility provision which all operators are encouraged to adopt. People with all degrees of dementia find it easier to get around if flooring has been designed with them in mind, which means ensuring there are suitable levels of contrast between surfaces such as floors, walls, skirtings and doors. Abutting surfaces should have simular LRVs (light reflecting values), with the

Ecore designs flooring which can capture the energy of impact and return it to the exerciser. The company makes a wide range of gym flooring, including safety and acoustic

guideline for variances being 10 degrees. It’s also important that flooring and walls are contrasting, with a recommended LRV variance of 30 degrees.

GETTING TECHNICAL

Consider installing smart flooring with in-built lights and sensors to add another dimension to floor-based workouts –

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Kinetics Club, Towcester everroll® Gym Flooring – high quality floors for the diverse activity areas in fitness centres. Elastic, robust, easy on joints, shock-resistant quick and simple to install and available in a wide range of colours and various thicknesses.

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FLOO R I N G

Jordan has completed a full fl ooring fi t out for Norwich City FC (above), including functional training and free weight areas

these products have decades of R&D behind them and have evolved to oﬀer a wide range of functions, enabling you to add some really innovative and exciting options to both studios and gym. Flooring is also available which eases wear and tear on joints for exercisers by absorbing impact, while other product types can absorb energy from impact and return it to the exerciser during workouts, to amplify the eﬀect of the exercise, creating opportunities to improve the user experience.

UP CLOSE AND PERSONAL

Your customers will be in close contact with many areas of your flooring – especially in studios which are used for things like yoga and mat pilates and also in stretching and warmup areas and functional fitness zones. Ensure flooring in these areas can be kept squeaky clean without breaking the bank, as research shows a lack of cleanliness in areas where customers are in close contact with surfaces is a major reason for people leaving a club or not returning to a studio. In addition, a number of academic studies over the years have identified gyms as harbouring bacteria, including Staphylococcus, E.coli and Salmonella in areas where people make skin contact,

such as kit, door handles and flooring, making maintenance especially important.

TRANSFORMATION

New flooring can transform a health club or gym making it easier to sell to prospective members and giving existing members, customers and staﬀ a boost. You want to keep that new-floor feeling for as long as possible, so pick a product from a reputable supplier and invest in maintenance to ensure it looks its best for as long as possible. Spend time planning and researching before you buy, to ensure the products selected are the right ones. You may find it pays to tender for a supplier to ensure you’ve explored all the options available before making your choice. ●

Sportec Style Tiles from TVS make spot replacement far more straightforward

ÂŠCybertrek 2019 healthclubmanagement.co.uk November/December 2019

GROUP EXERCISE

The power of groupness

Does your fitness studio oﬀer the antidote to tech-driven loneliness?

We know it's been hailed as the answer to any number of ailments – heart disease, depression and chronic back pain, to name a few. But could exercise also be the antidote to a more modern phenomenon – tech-driven loneliness? As the proliferation of smartphones, social media and remote working continues to erode human touchpoints in our lives, particularly among the younger generations, loneliness is becoming a major social issue. According to a 2018 survey from The Economist and the Kaiser Family Foundation (KFF ), more than two in ten adults in the United States (22 per cent) and the United

Kingdom (23 per cent) say they always or often feel lonely, lack companionship, or feel left out or isolated. The survey cited technology as a major contributor. Now, new research suggests health clubs could have a major role to play in strengthening communities and helping people to digitally disconnect and get back to their real-world roots by reaping the benefits of shared exercise experiences. Published recently in the Journal of Sport, Exercise and Performance Psychology, the Les Mills Groupness Study found that gym attendees experience increased levels of individual enjoyment, exertion and satisfaction as a result of group

Gym attendees experience increased levels of individual enjoyment, exertion and satisfaction as a result of group exercise, new research has found 80

The study looked at a range of synchronised workout programmes

When you maximize the group effect, this leads to a high level of what we’ve termed ‘groupness’. And the higher the level of groupness, the more we see increases in a person’s enjoyment, satisfaction and exertion - Bryce Hastings, Les Mills head of research exercise. It identified the powerful role that ‘the group eﬀect’ can play in positively influencing a health club member’s overall workout experience – and their intention to return. “What our fi ndings show is that we really are social animals when it comes to working out,” says Les Mills head of research Bryce Hastings. “When you maximise the group eﬀect, this leads to a high level of what we’ve termed ‘groupness’. And the higher the level of groupness, the more we see increases in a person’s enjoyment, satisfaction and exertion during a group exercise class.” The groupness factor was also cited as an influence on member retention, chiming with research which found group exercisers are less likely to cancel than gym-only members.

INSTRUCTORS' CONTRIBUTION “We now also know that increased groupness is correlated with a stronger intention to return, which may aﬀect adherence. In other words, it’s all-encompassing for the club member,” Hastings adds, noting that the group exercise instructor plays a crucial role in maximising the group eﬀect. “Instructors are armed with the knowledge, skills and experience to know how to help people feel as though they’re working out as a true group, with shared goals," he explains. “It’s their ability to connect with the individuals in the group and create a sense of ‘we’ in a class that produces a very positive overall experience. They take what we know from science and bring it to life for club members.” ©Cybertrek 2019 healthclubmanagement.co.uk November/December 2019

GROUP EXERCISE

Pre-choreographed classes were found to have higher levels of 'groupness' than 'oﬀ-the-beat' classes

Digital and technology are important – particularly for growing the market – but live classes will always be the pinnacle in terms of the experience and motivation that clubs can offer members Phillip Mills, executive director, Les Mills THE METHODOLOGY The study saw 97 adulttake part in a variety of Les Mills group fitness classes, including cv athletic conditioning, such as cycling, martial arts-inspired workouts, synchronised strength training using weights, and HIIT sessions. The findings suggested that participants rated groupness higher for synchronised workouts such as Les Mills Bodycombat (where people are moving together) than “oﬀ the beat” workout programmes such as Les Mills Grit . GROWING BODY OF EVIDENCE The study adds to a mounting body of research that underlines the importance of group dynamics for enhancing exercise experiences. This includes the Les Mills Get Fit Together study and research into the eﬀects of the Les Mills CXWORX workout on medical students’ stress levels and quality of life. During the Get Fit Together study in 2012, participants reported the greatest levels of satisfaction when they felt more involved in the group activity. This trial of 25 sedentary adults found that group workouts alone can produce the physiological and musculoskeletal health benefi ts that are vital to a healthy lifestyle. 82

In 2017, Dr Dayna Yorks from the University of New England College of Osteopathic Medicine found that people who took part in a study that investigated the impact of the CXWORX class scored signifi cantly higher in terms of stressreduction and physical, mental, and emotional quality of life compared to those people who worked out alone. With group exercise accounting for up to 50 per cent of attendances in many health clubs, the findings shed fresh light on the specific social benefits clubs are well-placed to provide and which can help members tackle loneliness and stay motivated. At a time when Virtual and On Demand workouts are growing in popularity – with 85 per cent of gym members now also working out at home – the groupness study underlines the benefits of oﬀering live group workouts in a club. “Digital and technology are important – particularly for growing the market – but live classes will always be the pinnacle in terms of the experience and motivation clubs can oﬀer members,” says Phillip Mills, executive director of Les Mills International. “As a result of this study, we now have the evidence to show how much is actually at play within a group of exercisers. And by cranking up the levels of groupness, we have the power to create the ultimate exercise experience for club members.” ●

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Sean Maguire (left) and Bryan O'Rourke are preparing for future fitness industry trends

2020 AND BEYOND

Bryan O'Rourke and Legend’s Sean Maguire investigate how the industry is preparing for the next decade of fitness and wellbeing

he health and fitness industry, although currently booming, is in a crisis of change where key issues are often veiled and hard to recognise. Intense targeting of millennial customers is leading to decreased focus on the customer demographic that still controls the majority of spend. Diversification and the push from ‘Big Tech’ are squeezing middle-market oﬀerings, with many operators struggling to keep up with the strategic selection of rapidly advancing technology. Nonetheless, it's technology that is the key to success in this fluid climate. Learning from other sectors, such as retail, the industry must now work together to develop strategies and find partners who can help identify and address potential threats; harness new opportunities, and keep up with the constant development that is presented by new technologies. According to IHRSA (International Health, Racquet & Sportsclub

Association), the US$30bn US health and fitness industry has grown by at least 3-4 per cent annually for the last decade and shows no signs of slowing down. Similarly, the number of fitness facilities in the UK continues to increase, with the country’s health club industry worth an estimated US$5.5bn in 2018. Despite continued growth, the industry as we've traditionally known it is under threat. Industry 4.0 has arrived and is having a dramatic impact. Networks have driven a 159 per cent increase in remote working over the last 12 years, there’s a rise in virtual communities and wearables now track our daily activity levels and can set personalised challenges. The prevalence of data generated means we are, both as individuals and as a society, increasingly outcomes-focused. That change is underway is nothing new. The challenge we must now collectively face is to make the most of opportunities that have opened up. This was the topic of debate on 9th October, when some of the UK fitness and leisure

healthclubmanagement.co.uk November/December 2019

industry’s business leaders gathered to discuss the trends, drivers and opportunities that are currently shaping the future of our market.

TRENDS

Diversification is arguably one of the most disruptive trends for our industry today. Luxury, boutique and higher-end oﬀerings are expanding, as are the nofrills budget chains – both of which have clearly identified their target demographic and their needs. The more traditional middle-market gym model is squeezed, with delegates understandably conscious that – in many cases – keeping up with the strategic selection and adoption of rapidly advancing technology into the fabric of their operations has been challenging. At the same time, there's no escaping the push from so-called ‘Big Tech’ into the fitness and wellness space. Amazon, Google and Apple are all actively working on the concept of personalised AI wellness assistants or apps, while platforms such as Peloton are making it